by Stephen Garner

New Balance has tapped Teddy Santis, founder and creative director of New York-based lifestyle brand Aimé Leon Dore, as the new creative director of its “Made in USA” label. The two will join together and kick off a multi-year relationship this year, with the first product launching in 2022.

New Balance’s collaboration with Santis, a first of its kind role for the brand, will showcase premium product and quality design, leaning into brand heritage while elevating the Made in USA platform on a global scale. The Made in USA label has become the pinnacle foundation of New Balance lifestyle through beloved style,s like the 990 and 997, and Santis will influence the platform through product design and marketing.

Santis has firmly established himself as a leading figure in today’s contemporary fashion and lifestyle landscape. As the founder and creative director for Aimé Leon Dore, he has developed a keen sense of channeling the spirit and history of New York City into the brand’s products, experiences, and campaigns.

Teddy Santis
Teddy Santis

“I was drawn to New Balance for the way it has built a business founded on values such as integrity and authenticity, rather than passing hype,” said Santis. “I see a tremendous opportunity to tell authentic stories with real people at the forefront, creating global campaigns that connect our core values with the world.” 

New Balance’s alignment with Santis is indicative of its desire to work with nontraditional and independent thinkers and creators, a trend that has differentiated the brand from others in the industry.

“We are delighted to announce Teddy Santis as creative director of our Made in USA franchise collection and together, define the future chapters of New Balance’s rich heritage in craftsmanship,” added Chris Davis, chief marketing officer at New Balance. “Made in USA is New Balance’s ultimate differentiator and the lifeblood of our brand’s authenticity in global style; it is most literally, the physical manifestation of what makes our brand unique. In collaborating with Teddy’s inspirational vision, we have the opportunity to transcend the norms of the athletic industry and elevate the next generation of premium global product.”